Summary:
- Belgian-Moroccan musician Dina Ayada fronts Salomon's new XT-Whisper campaign set in a fictional university
- Three colorways drop February 4: Vanilla Ice/FTW Silver/Persian Jewel, Almond Milk/FTW Silver/Lava Falls, and Castlerock/FTW Silver/Spellbound
- The silhouette draws from Salomon's running archive and returned to production in late 2024
Salomon chose Belgian-Moroccan musician Dina Ayada to front the campaign for its XT-Whisper sneaker. The visual tells a story inside a fictional setting called Whisper University. Ayada moves through spaces that shift from quiet reflection to active performance. She presents what the brand calls a creative thesis through music and movement.
The campaign uses an original track from Ayada. The concept centers on people whose presence registers even when their aesthetic choices stay understated. Ayada left law school after her music gained traction online. Her path aligns with the campaign's focus on personal authenticity over conventional routes.
The XT-Whisper draws from Salomon's archive of performance running shoes. The design keeps technical elements from the original XT series while adding updated construction methods. Salomon brought the silhouette back into production in late 2024 after years out of circulation.
Three colorways arrive on February 4. The first pairs vanilla and ice tones with silver and a color Salomon calls Persian Jewel. The second uses almond milk as a base, adding silver and a shade named Lava Falls. The third starts with castlerock grey, layered with silver and a finish the brand labels Spellbound.
The film shows Ayada in a waiting room before she enters a lecture hall space. The setting plays with academic imagery but strips away formal structure. She performs instead of sitting through traditional presentations. The set design uses institutional furniture and minimal color palettes. Lighting shifts between scenes to mark transitions in mood.
Ayada's involvement brings attention to the shoe's intended audience. Salomon positions the XT-Whisper for people who prioritize self-expression without needing loud visual statements. The musician's decision to pursue music over law school fits this framework. She built her following through social platforms before signing with a label.
The XT-Whisper sits within Salomon's broader strategy of reissuing archive models. The brand has released several silhouettes from its running catalog in recent years. Each reissue tweaks materials or colorways while maintaining original design features. The XT line includes models dating back to the early 2000s when trail and technical running footwear started influencing street style.
Salomon manufactures the XT-Whisper with mesh paneling and synthetic overlays. The midsole uses EVA foam for cushioning. A Contagrip outsole provides traction across different surfaces. These specifications match the technical standards of the original XT series. The shoe weighs less than many lifestyle sneakers while keeping stability features from performance running.
The campaign does not include athlete endorsements or sports footage. Instead, Salomon uses Ayada's creative work to frame the shoe's cultural position. Her music blends influences from her Belgian and Moroccan backgrounds. She sings in multiple languages and works across genres. This range mirrors the shoe's design, which pulls from athletic archives but functions in daily wear.
The February 4 release will go through Salomon's direct channels and select shops globally. Pricing has not been confirmed. The brand has not announced whether additional colorways will follow the initial three. Previous XT releases have expanded their color offerings after initial drops sold through retail.
Salomon's campaign strategy for the XT-Whisper leans on narrative rather than product specifications. The Whisper University concept frames the shoe within a story about challenging standard paths. Ayada's presence reinforces this angle. Her career trajectory from student to performer matches the brand's messaging about individual choice.